What's Happening?
Chanel, a renowned luxury fashion and beauty brand, continues to prioritize print media as a key component of its marketing strategy, despite the growing dominance of digital platforms in the beauty industry. According to a report by media intelligence specialist Carma, Chanel's print coverage accounted for 58% of its beauty media presence in the first half of 2025, the highest among top beauty brands. This approach aligns with Chanel's commitment to maintaining its image of sophistication and exclusivity. The brand's print strategy is product-led, with significant emphasis on curated images and lifestyle positioning rather than extensive storytelling. Chanel's reliance on print media is evident in its promotion of products like the No.1 De Chanel Body Serum, showcasing the brand's trust in the authority and permanence of print.
Why It's Important?
Chanel's decision to focus on print media highlights the enduring value of traditional marketing channels in maintaining brand prestige and exclusivity. In an era where digital content, such as TikTok tutorials and Instagram reels, dominates consumer engagement, Chanel's strategy offers a unique approach that emphasizes attention and longevity. This move could influence other luxury brands to reconsider the balance between digital and print media in their marketing strategies. By leveraging print media, Chanel reinforces its brand identity and differentiates itself from competitors who primarily rely on digital platforms. This strategy may also appeal to consumers who value the tactile and curated experience that print media provides.
